Lion House brand goes national

by | Jan. 12, 2010

Everything Else

The marriage between the Lion House name and Lehi Roller Mills tradition is already producing results.

Lion House rolls, brownie and raspberry muffin baking mixes were introduced in September to the mass market. They're selling well, a fitting tribute to the classic recipes synonymous with the Salt Lake City home lived in by early Mormon prophet Brigham Young and his family.

"I guess we had hoped they would do well and they are past our hopes," said Brenda Hopkin, head baker for the Lion House for the past 19 years.

Lion House rolls, famous for their light and fluffy texture, already had a following. The Lehi Roller Mills, which began operations in April 1906, had a regional reputation for fresh flour.

Two years ago, the head baker at the Lion House wanted to meet to discuss producing products for sale in Deseret Book. For the mill located 30 miles south of Salt Lake City, it was a no-brainer, said Steve DeJohn, vice president of sales and marketing for Lehi Roller Mills.

"We wanted to make the jump from a flour mill to consumer market," he said.

DeJohn said Costco stores in Arizona, Nevada and southern Utah have been offering the mixes as an "in-and-out" special. Associated Foods buyers picked up the brand this past month in Macey's, Dan's and Dick's grocery stores.

Read the rest of this story at deseretnews.com
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